FACTORS AFFECTING THE SUCCESS OF ICTs IMPLEMENTATION IN ITALIAN FARMS

The success of ICTs diffusion at the farm level is not exclusively associated to their placement at the farmer desk. Farmers – suppliers relationship, mainly when the implementation of ICTs solution is at stake, can be influenced by the existing farm structure, organisation and “culture”. Furthermore, a negative experience following the adoption of ICTs at the farm level can significantly slow down its diffusion in the surrounding area. Psychological as well as social aspects related to the acceptance of innovations in a farm should be investigated to assess the best strategies for ICT implementation. The scope of this research is to define the variables affecting a positive perception of the ICTs utility and ease to use by the farmers. The Technology Acceptance Model (TAM) (Davis, 1989), has been adopted. A set of variables related to the economic, social and technical characteristics of the farms and of the ICTs in use has been collected from a sample of 50 farmers using internet and software for the agriculture. A probit analysis has been carried out. Two models and correspondent dependent variables have been considered : Perceived Usefulness (PU) and Perceived Ease of Use (PEU). The results showed that the ICTs suppliers capacity to support the farmers in the implementation of the ICTs solutions and the trust they generated in the farmers have been positively related to the perception of utility and ease to use. Further research should investigate more deeply the ICTs suppliers strategies for a correct approach to the farmers.